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I'm of the old Greek school of thought, where it was always known as 'rush' instead of 'recruitment', 'PNMs' were 'rushees' and 'new members' were 'pledges' (or 'associate members' if you went Lambda Chi Alpha).
I can see 'suicide rush' being replaced with 'intentional single preference', because of the obviously negative connotation of 'suicide'. And 'recruitment' instead of 'rush' doesn't sound too bad, though some may find it too militaristic a word for their tastes.
The origin of the word 'rush' and 'rushee': in days of old, fraternity men met the incoming freshmen at the train station and began their recruiting pitch as soon as the kids got off the train. In some cases they literally swarmed all over them, some several at a time, hence 'rush'. Formal rush rules in later years largely eliminated this practice, but the term stuck.
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ASF
Causa latet vis est notissima - the cause is hidden, the results are well known.
Alpha Alpha (University of Oklahoma) Chapter, #814, 1984
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